February 2011

This study aims to enhance the understanding of destination management system (DMS) effectiveness and its evaluation. Upon review of the literature, it was established that DMS effectiveness and its evaluation has not yet been researched adequately. Informed by an interpretive approach, this study contributes to research particularly by investigating what constitutes effectiveness and explores the aspects (factors and relationships) that need to be considered in a holistic DMS effectiveness evaluation. Based on a qualitative case study strategy, this study adopts a comprehensive approach that considers multiple stakeholder groups’ perspectives. The research evidence is collected through a case-study of the Egyptian DMS experience (the Touregypt project). The Touregypt project gives insights to the understanding of three DMS cases that have not been researched before in DMS literature: first, an actual DMS application in a developing country; second, a public and private sector partnership experience; and third, a failed DMS experience (the system has failed in the course of this research).Prompted by the interpretive approach, this study tried to explore DMS effectiveness based on the perspectives, attitudes and experiences of the multiple stakeholder groups (Hesse-Biber and Leavy 2010). Accordingly, the empirical data was collected through a multi-method approach that includes interviews, observation, archival document analysis (including Touregypt forum analysis), and website analysis. Data has been analyzed guided by discourse analysis, complemented with the general inductive approach of Miles and Huberman (1994). Following an interpretive theory-building strategy, the analyzed data has been further interpreted in the light of prior theories of DMS and information systems research, particularly the Delone and MacLean IS effectiveness theory (1992, 2003, and 2004).The main contribution of this study to knowledge is a theory based model that enhances the understanding of DMS effectiveness evaluation. The suggested model identifies the aspects (factors and relationships) that need to be considered when evaluating the effectiveness of DMS. Also, the results of this study give insights to the understanding of DMS effectiveness by shedding light on what constitutes effectiveness and the possible relationship between such constructs.